9Life attracting female viewers


Nine is upbeat with the early figures for its new female-skewing multichannel, 9Life.

Last week the channel drew a 2.3% share, putting it ahead of GEM, SBS 2 and ABC News 24, but it fares much better in its target demo Women 18-54, beaten only by GO!

Its most popular titles are Flip or Flop (pictured), The Real Housewives of Beverly Hills and Tiny House, Big Living.

Michael Healy, Nine’s Director of Television said: “We’re delighted that Australia has been so quick to embrace its newest channel. It’s also very satisfying to see it perform so strongly against its target demographic. We look forward to rolling out more of the world’s best lifestyle content in the weeks and months ahead.”

Here is Nine’s release (updated):

The new home for the world’s very best lifestyle and reality television content has raced to become the second most watched multichannel in its primary target demographic of Women 18-54 and the third most watched multichannel in the key demographic of Grocery Buyers with Children.

9Life, Australia’s first free-to-air lifestyle channel is already recording 4.7% share of the FTA audience with Women 18-54, just behind Nine Network stablemate 9GO! (5.2%).


And with Grocery Buyers with Children, 9Life has already soared to a 4.3% share of the free-to-air audience to be the third most watched multichannel with this key demographic.


Programs on 9Life include both Australian and free-to-air firsts of some of the world’s most popular franchises, such as Million Dollar Listing, The Real Housewives, Flip or Flop, and House Hunters International.

The Top Ten highest rating programs to have aired on 9Life have all secured 5 City average audiences in excess of 100,000, with free-to-air share reaching as high as 6%.


With 9Life’s target demographic of Women 18-54, the highest rating programs to have aired on 9Life have secured free-to-air shares reaching as high as 10.7%.



  1. We don’t get the nine channel in regional areas but I am loving the new food channel on SBS . How good is it .the cooking shows with Rachael Ray Curtis stone,Giada and Nigella just brilliant.best channel.and it’s free.

  2. 9Life has taken alot of audience from 9Gem – most nights 9Gem is down in SBS2 territory now. Most nights 7two+7mate rate more than 9GO!+9Gem+9Life. But its early days and it is “non-ratings” yet we talk about ratings!

  3. Tiny house, big living is good. It would be popular with those who are interested in the tiny house movement around the world. I also like house hunters off the grid. What’s good about the content made by scripps such as whets on 9 life and the hgtv and travel channel on fetch is that you can watch say a renovation it will be all done and completed within one episode. Your not committing to a building reality show and having to watch 2 hours a night of fake drama for 2 plus months to see the same thing.

  4. I know Nine likes to antagonise their audience, but “It’s also very satisfying to see it perform so strongly against its target demographic” is not the best turn of phrase. Normal people would use “in”.

    Interesting that ABC2 does so well with grocery buyers. I guess they are trying to make sure their toddlers don’t pull the TV over.

  5. Given half the country don’t have access to 9Life I think it is rather foolish of Healy to say “Australia has been so quick to embrace its newest channel”. This statement is only accurate if describing Food Network.

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